1. Recommend the type or types of research you would propose.
Answer. Owing to the current situation of pre-crisis phase for the organization, the research should focus on the assessment of those factors that might help to save the organization’s image during the crisis (Coombs, 2014). Hence, a comparative crisis communication oriented qualitative research is recommended for the current situation (Schwarz, Seeger & Auer, 2016). The comparative crisis communication research will focus on comparing the situation of the victims at the San Diego and Atlanta stores before and after their collapse.
2. Determine what kind(s) of information you would get from the research.
Answer. The research will aim at gathering comparative (qualitative) information regarding the general health behavior, medical history, and perceived changes in the health during their collapse at the store for the two victims at the San Diego and Atlanta stores (Schwarz, Seeger & Auer, 2016). This information will then formulate a comprehensive pre-crisis report which will clearly bring out the cause behind the collapse of the victims. Thus, the resultant report from the research can help the organization’s crisis management team to defend the organizational image by using it as the main crisis communication strategy.
3. Determine what group(s) of people would be targeted in the research.
Answer. As the recommended comparative crisis communication research is a qualitative survey (open-ended interview questionnaire) in nature and it will be targeting the people who have any relevant information related to the two victims at the San Diego and Atlanta stores. Therefore, the targeted people are the friends, family members, and the healthcare service providers for the two victims. The interview questionnaire will specifically focus on the general health behavior, medical history, and perceived changes in the health during the collapse at the store for the two victims at the San Diego and Atlanta stores. The interview questionnaire will be moderated by the existing crisis management team members. This open ended questionnaire will gather information from these people and use it to formulate conclusive evidence related report, which can be used as the crisis communication strategy later during the crisis phase.
4. Write a questionnaire that you would propose using, including the purpose of the study.
Answer. The details of the interview questionnaire (moderator administered) and the purpose of the study are discussed below:
Purpose of the study: To gather information from the targeted people (friends, family members, and the healthcare service providers for the 2 victims) and use it to formulate conclusive evidence related report, which can be used later as the crisis communication strategy later during the crisis phase.
Questionnaire (open-ended and moderator administered)
Please provide your details regarding name, age, and relation with the victim (either of two victims).
Are you aware about her/his collapse at the Strawdogs recently?
How do you perceive the situation of his/her collapse at the store?
Do you think it was the consumption at the store that caused it or he/she was feeling uneasy from some time before the incident?
Are you aware of any specific medical situations for her/him that might have led to this collapse?
Have you encountered any such incident with him/her in any earlier situation too?
What word of communication exist internally between his/her family members and acquaintance related this incident? Whom do they feel responsible for the situation?
Would you still like to have a cup of coffee at the Strawdogs store? Please elaborate the rationale for your answer.
Rationale behind the questions
The top six questions aim at gathering the comparative information general health behavior, medical history, and perceived changes in the health during the collapse. This information will aid to the health background segment of the final crisis communication report.
The last two questions will gather the information regarding the current perception and possible offensive stand against the organization during the crisis from the targeted people. The crisis management team can prepare in advance to meet their response during the crisis scenario.
References
Coombs, T.W.(2014).Crisis Management and Communications. Institute for Public Relations. Retrieved online from http://www.instituteforpr.org/crisis-management-communications/
Schwarz, A., Seeger, M., & Auer, C.(2016). The Handbook of International Crisis Communication Research.1st Ed. UK, John Wiley & Sons: 5-11.
